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Cure Kids – All Blacks: Connect to the Cure

“Everyone knows a kid who needs a cure.”

This is the premise at the heart of Cure Kids’ latest campaign to fundraise for life-saving research. Teaming up with the All Blacks, Cure Kids has borrowed the rugby players’ pre-game wrist-wrapping ritual, calling on New Zealanders to “band together” and identify a child or condition that they would like to help cure.

We worked closely with brand design and content agency Radiation to develop and produce this short spot to launch the campaign. A huge thank you to All Blacks Damian McKenzie, Ben Smith, and Julian Savea who were nothing short of delightful to have on set, and graciously gave up their time to help raise awareness. We’d also like to say an enormous thank you to the three Cure Kids ambassadors – Eva, Kemper, and Finn – who were extremely easy to work with, and demonstrated a patience and professionalism well beyond their years. It was an absolute pleasure to work with them all.

If you’d like to read more about the Connect to the Cure campaign, or would like to donate to help Cure Kids fund life saving research, you can visit the Cure Kids website here.


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